Mirror launches 3am.co.uk gossip site

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The Daily Mirror today launched a new distinct gossip site, 3am.co.uk, which has been in development for the past six months. Entering a crowded space dominated by highly popular US sites like TMZ.com, the site aims to bring the distinctive voice of the paper’s 3am section to the web.

The site features interactive content, enabling readers to vote for celebrites on a virtual A- to Z-list, and instant breaking celebrity gossip.

This is the Mirror’s second major experiment with a web spin-off from the main paper’s site in recent weeks, with the launch of MirrorFootball.co.uk last month.

3am.co.uk’s paper origins are plain to see: At the time of posting, the site’s top article on Hollywood movie star Megan Fox features the notably search engine unfriendly headline “Whatever can have happened here then?”, and the site’s categories are listed as “Ooh, Gasp, Grrr, Phwoar, and TeeHee”, none of which are likely to rank highly with Google.